Influencer marketing is a hot-button issue in the marketing world, with an influencer seemingly lurking in every corner of the web, telling consumers to try this or do that. But influencers don’t pack as much punch as you might think. According to research, only 12% of consumers claim to be inclined to purchase a product based on the say-so of an influencer. Sixty-two percent, on the other hand, say they’ve never purchased anything promoted by an influencer.
The reason why influencers have lost their luster comes down to a few simple factors. First off, industries tend to be oversaturated with influencer marketing, resulting in a lack of impact or a negative one. Second of all, influencers are paid to promote a product they’ve likely never tried, something that is not lost on the intelligent consumer. This leads 51% of people to scroll right past their posts and another 29% to actively dislike them.
So, with influencers not all that influential, what marketing reigns supreme?
User-Generated Marketing to the Rescue
User-generated marketing is marketing created by actual customers and then promoted on social media channels. It can take a variety of forms, including podcasts, videos, images, posts, and reviews.
This type of marketing is more trustworthy than influencer marketing because it’s promoted by people who have used a specific product or service. It’s basically a digital form of word-of-mouth marketing that allows consumers to get recommendations from people who’ve been in their shoes.
Surveys back its effectiveness: 90% of respondents say they have purchased something based on a recommendation from a friend or family member. Another 82% say they’d be encouraged to buy a product or service if brands relied more heavily on user-generated content.
Ultimately, it comes down to authenticity; influencers feel fake while customers feel real…likely because they are.
Need some guidance on user-generated marketing or anything else? Give us a shout and we’ll be happy to help.